We've seen it happen over and over again. A newspaper writes a scathing editorial about a politician, a non-profit organization or a company that did something stupid, prompted, in part, by the refusal of the news source to talk to reporters when the original story was written.
The news continues to break. A few days later, the newspaper prints a second editorial on the same topic. Then a third. Finally, the subject of the editorial is on the phone, begging to meet with the editorial writers and "set the record straight." But by then, the damage is already done.
Newspaper editorial boards can be one of your most valuable allies if you are promoting a cause, if you're in trouble with reporters, or if you want to muster valuable support for an event or an issue long before the first story is printed. Yet people seldom use editorial boards, either because they don't know about them or they're intimidated
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The Make-up of the Editorial Board
Most newspapers have editorial boards. Generally, they are the top news executives who meet regularly to set the newspaper's editorial policies, decide which position a newspaper should take in editorials, and meet with readers who ask for their time to discuss important issues. At every newspaper, the make-up of the board is different. But usually they include any combination of the following: the publisher, editor, managing editor, editorial page editor, the editorial writers, and sometimes a reporter who rotates off the board every year and is replaced by another reporter the following year. Reporters often don't have voting privileges but sit on the board because they can bring a valuable perspective to the discussion. They're the ones in the trenches covering the story and have background information the editors don't have.
The board usually meets once a day at larger newspapers, once a week at smaller papers, or whenever a pertinent issue arises. Its most important task is to decide the position that the newspaper will take in its printed editorials. Often there's little debate and the issue is decided by a simple majority vote. But at newspapers where I have worked as an editor, I have sat on editorial boards that have debated sensitive issues for days.
During election season, editorial boards also interview political candidates before making endorsements. If you're running for office and don't like the newspaper, DO NOT refuse to meet with them. If you do, it's akin to handing your opponent the editorial endorsement.
How to Use the Editorial Board
You should contact the editorial board and ask for a meeting if:
--You want to muster the newspaper's support for a cause or issue.
--You are about to break a sensitive news story and you want to meet with the board before the story appears to provide background and try to win them over to your side early. Some sources ask for "off the record" editorial board meetings, and sometimes editors agree because they want to be in the loop and have all the information they need when the story breaks.
--The newspaper has been printing unfavorable editorials about you and you want to present your side. (But don't expect to change their minds.)
--You feel the newspaper has treated you unfairly.
--You feel that the reporter who has been assigned to your beat has a vendetta, an agenda, and is purposely out to get you. Meet with the board only after you have exhausted all other means. That includes contacting the reporter's immediate supervisor.
--You have a new chief executive officer who you want to introduce to the board simply for a "getting to know you" session. Few organizations bother to do this. Yet the bigger and more newsworthy your organization, the better the chances they will want to meet with you.
If you would like to know more about how to get in front of the board and how to best present your case while you are there check out Special Report #33 How to Win the Support and Respect of Editorial Boards
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